HIGH TRUST WORTH

NEW YORK , NY, UNITED STATES, January 22, 2025 

A new book, High Trust Worth: The New Currency of Business is Not Money,

It’s Trust, by Erica Wertheim Zohar and Milton Pedraza, 

is set to revolutionize how businesses build, measure, and master trust. This groundbreaking book introduces a proven system designed to elevate employee and customer relationships, strengthen organizational trust, and measure trust through the authors' proprietary tool, the Universal Trust Score (UTS).

For years, Zohar and Pedraza have been at the helm of luxury business strategy, collaborating with some of the world’s most prestigious brands and their executives. Through these collaborations, one key insight emerged: trust is the foundation of every successful relationship and business. Whether it’s the trust customers place in a brand, the confidence employees have in their leaders, the trust between and within teams, or the societal trust a brand earns—trust is the driving force behind all success. With decades of experience, Zohar and Pedraza have developed a

revolutionary system, backed by 21 years of empirical research, that not only measures trust but also makes it intentional and actionable. They discovered that trust is more than just a relationship-building tool; it’s a

skill that can be intentionally cultivated, refined, and strategically applied to create profound, long-lasting impact.

In High Trust Worth, Zohar and Pedraza introduce a powerful framework for mastering trust, built on five core pillars: Authenticity, Expertise,

Empathy, Kindness, and Creativity. 

When practiced thoughtfully, thesepillars not only elevate relationships but also become a potent engine for

long-term business growth. Zohar and Pedraza demonstrate how trust isn’t just a “soft skill” but a strategic tool that can be measured and mastered.

High Trust Worth reveals how trust is no longer a vague concept but ameasurable, actionable skill. Their system enables businesses and individuals to intentionally build, nurture, and refine trust over time, turning it into a strategic asset. The book provides readers with practical, step-by-step strategies to master trust, including identifying and living

their purpose, embracing humility and overcoming fears, being proactive, maintaining focus, and achieving self-mastery. Through real-world examples from history, business, and high-profile individuals, the book illustrates both the immense value of High Trust Worth and the consequences of its betrayal. The book offers daily, actionable exercises, ensuring that readers continuously improve their trust-building capacity through preparation,

practice, measurement, assessment, and self-coaching. 

This isn’t just another business book—it’s a blueprint for mastering the most important reputational skill: trust. High Trust

Worth is set to change the game for businesses and individuals alike, empowering them to build stronger

relationships, drive success, and master the most powerful currency in today’s business world: trust.

Every leader should consider distributing High Trust Worth throughout their organization and incorporating its

principles into HR reviews. By making trust a core focus in employee evaluations and training, businesses can

create a culture that thrives on transparency, loyalty, and mutual respect, ultimately boosting performance and

fostering a stronger, more cohesive workplace.

“Trust is the foundation of nearly everything important in life, not only personally, but professionally. That is

now more true than ever in an evolving business world shaped by artificial intelligence and remote work. In

High Trust Worth, we’ve cracked the code to understanding, utilizing, improving, and ultimately quantifying

trust – because what gets measured gets done,” said Erica Wertheim Zohar.

“In today’s highly risky business world, all professionals face an existential crisis of trust. High Trust Worth

empowers you to measure and master the critical skills of who to trust, and how to earn the highest trust, to

outperform your competitors,” said Milton Pedraza.